ISO-20252-2006.pdf

Reference number ISO 20252:2006(E) © ISO 2006 INTERNATIONAL STANDARD ISO 20252 First edition 2006-04-01 Market, opinion and social research Vocabulary and service requirements Études sociale, d'opinion et de marché Termes, définitions et exigences de service Copyright International Organization for Standardization Provided by IHS under license with ISO Licensee=Aramco HQ/9980755100 Not for Resale, 04/11/2007 03:49:37 MDTNo reproduction or networking permitted without license from IHS -,-,- ISO 20252:2006(E) PDF disclaimer This PDF file may contain embedded typefaces. In accordance with Adobe's licensing policy, this file may be printed or viewed but shall not be edited unless the typefaces which are embedded are licensed to and installed on the computer performing the editing. In downloading this file, parties accept therein the responsibility of not infringing Adobe's licensing policy. The ISO Central Secretariat accepts no liability in this area. 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ISO copyright office Case postale 56 CH-1211 Geneva 20 Tel. + 41 22 749 01 11 Fax + 41 22 749 09 47 E-mail copyrightiso.org Web www.iso.org Published in Switzerland ii © ISO 2006 All rights reserved Copyright International Organization for Standardization Provided by IHS under license with ISO Licensee=Aramco HQ/9980755100 Not for Resale, 04/11/2007 03:49:37 MDTNo reproduction or networking permitted without license from IHS -,-,- ISO 20252:2006(E) © ISO 2006 All rights reserved iii Contents Page Foreword iv Introduction v 1 Scope . 1 2 Terms and definitions. 1 3 Quality management system requirements. 7 3.1 Organization and responsibilities. 7 3.2 Confidentiality of research 7 3.3 Documentation requirements 7 3.4 Competence and training. 8 3.5 Subcontracting/outsourcing 8 3.6 Reviewing the effectiveness of the quality management system . 8 4 Managing the executive elements of research 9 4.1 Responding to research requests. 9 4.2 Project schedule. 11 4.3 Assistance by and cooperation with clients 11 4.4 Questionnaires and discussion guides 12 4.5 Managing sampling and data processing 13 4.6 Monitoring the execution of research. 14 4.7 Research documents, materials and products 15 4.8 Reporting of research results 15 4.9 Research records 16 5 Data collection 17 5.1 General. 17 5.2 Management, recruitment and training of fieldworkers 18 5.3 Conducting data collection by fieldwork 20 5.4 Fieldworker validation (excluding qualitative research). 21 5.5 Qualitative data collection . 23 5.6 Self-completion data collection. 25 5.7 Data collection from secondary sources . 26 5.8 Data collection records 26 6 Data management and processing. 27 6.1 General. 27 6.2 Electronic data entry 27 6.3 Hard copy data entry 27 6.4 Accuracy of databases not requiring data entry. 28 6.5 Coding 28 6.6 Data editing . 29 6.7 Data file management. 30 6.8 Data analysis. 30 6.9 Electronic data delivery . 31 6.10 Back up, retention and security of data . 32 7 Report on research projects 32 7.1 General. 32 7.2 Quantitative research. 32 7.3 Qualitative research 33 Bibliography. 35 Copyright International Organization for Standardization Provided by IHS under license with ISO Licensee=Aramco HQ/9980755100 Not for Resale, 04/11/2007 03:49:37 MDTNo reproduction or networking permitted without license from IHS -,-,- ISO 20252:2006(E) iv © ISO 2006 All rights reserved Foreword ISO (the International Organization for Standardization) is a worldwide federation of national standards bodies (ISO member bodies). The work of preparing International Standards is normally carried out through ISO technical committees. Each member body interested in a subject for which a technical committee has been established has the right to be represented on that committee. International organizations, governmental and non-governmental, in liaison with ISO, also take part in the work. ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of electrotechnical standardization. International Standards are drafted in accordance with the rules given in the ISO/IEC Directives, Part 2. The main task of technical committees is to prepare International Standards. Draft International Standards adopted by the technical committees are circulated to the member bodies for voting. Publication as an International Standard requires approval by at least 75 % of the member bodies casting a vote. Attention is drawn to the possibility that some of the elements of this document may be the subject of patent rights. ISO shall not be held responsible for identifying any or all such patent rights. ISO 20252 was prepared by Technical Committee ISO/TC 225, Market, opinion and social research. Copyright International Organization for Standardization Provided by IHS under license with ISO Licensee=Aramco HQ/9980755100 Not for Resale, 04/11/2007 03:49:37 MDTNo reproduction or networking permitted without license from IHS -,-,- ISO 20252:2006(E) © ISO 2006 All rights reserved v Introduction The principal objective of international standardization is to facilitate business development and growth particularly between different national and regional markets. The intention is to apply the principles of international quality standards to market, opinion and social research and to harmonize other national standards already available. Market, opinion and social research is now a global industry. An increasing proportion of the expenditure of users of the industry is allocated to multi-national projects whose objective is consistent regional and global measurement. An international quality standard directly facilitates the achievement of this important economic and social objective by ensuring that the process elements of such research are undertaken to an appropriate standard and in a verifiable and consistent manner. This will enable data, arising from research studies carried out according to this standard, being used to guide the provision of goods and services to citizens and institutions in a consistent and transparent fashion. Subsidiary objectives in developing this International Standard have included the need to define the level of requirement for service provision and common work procedures to be applied in processes, including across different countries. To meet the expressed wishes of service providers and clients, this International Standard also clarifies the difference between market, opinion and social research and other activities such as direct marketing. This International Standard also embodies some essential principles of international standardization including openness and transparency, consensus of interested parties and technical coherence. This first document produced by TC 225 contains extensive terms and definitions. Copyright International Organization for Standardization Provided by IHS under license with ISO Licensee=Aramco HQ/9980755100 Not for Resale, 04/11/2007 03:49:37 MDTNo reproduction or networking permitted without license from IHS -,-,- Copyright International Organization for Standardization Provided by IHS under license with ISO Licensee=Aramco HQ/9980755100 Not for Resale, 04/11/2007 03:49:37 MDTNo reproduction or networking permitted without license from IHS -,-,- INTERNATIONAL STANDARD ISO 20252:2006(E) © ISO 2006 All rights reserved 1 Market, opinion and social research Vocabulary and service requirements 1 Scope This International Standard establishes the terms and definitions as well as the service requirements for organizations and professionals conducting market, opinion and social research. 2 Terms and definitions For the purposes of this document, the following terms and definitions apply. 2.1 access panel sample database of potential respondents who declare that they will cooperate for future data collection if selected NOTE Continuously reporting panels, e.g. TV-rating-panels, consumer-panels, are not covered (see 2.37). 2.2 accuracy degree of closeness between the estimate and the true parameter value 2.3 ad hoc research specifically designed to address a particular objective or issue 2.4 appraisal process of monitoring the competency of an individual or group of individuals in carrying out their work 2.5 audit systematic, independent and documented process for obtaining audit evidence and evaluating it objectively to determine the extent to which audit criteria are fulfilled 2.5.1 audit criteria set of policies, procedures or requirements used as a reference 2.6 auditor person with the competence to conduct an audit 2.7 bias systematic deviation between the estimate and the true parameter value Copyright International Organization for Standardization Provided by IHS under license with ISO Licensee=Aramco HQ/9980755100 Not for Resale, 04/11/2007 03:49:37 MDTNo reproduction or networking permitted without license from IHS -,-,- ISO 20252:2006(E) 2 © ISO 2006 All rights reserved 2.8 client individual, organization, department or division, internal or external, which requests or commissions a research project 2.9 code numeric or alpha character or combination of characters associated with each response category 2.10 code frame list of categories with associated codes (see 2.9) for classifying responses 2.11 computer-assisted interviewing CAI interviews with responses keyed directly into a computer and where the administration of the interview is managed by a specifically designed programme NOTE Examples include computer-assisted personal interviewing (CAPI), computer-assisted telephone interviewing (CATI), computer-assisted self-interviewing (CASI) and computer-assisted interviewing via Internet (CAWI). 2.12 confidentiality requirement that data collected or information and materials are protected from unauthorized access 2.13 continuous research research that involves regular and on-going data collection 2.14 data editing data cleaning set of methods verifying the collected data and, if necessary, correcting them 2.15 data entry process step where data collected are converted into computer-readable form 2.16 data processing DP management and converting of data from its raw state through to a required output 2.17 data record set of data derived from a reporting or observed unit 2.18 database centrally held collection of data that is accessible to users 2.19 depth interview unstructured interview conducted by a specially skilled interviewer NOTE The purpose of depth interviews is to understand the underlying motivations, beliefs, attitudes and feelings on a particular subject. Discussion can vary from interview to interview as long as all topics in a pre-defined discussion guide are covered. Copyright International Organization for Standardization Provided by IHS under license with ISO Licensee=Aramco HQ/9980755100 Not for Resale, 04/11/2007 03:49:37 MDTNo reproduction or networking permitted without license from IHS -,-,- ISO 20252:2006(E) © ISO 2006 All rights reserved 3 2.20 desk research secondary research systematic examination and application of available secondary data in the context of a research objective 2.21 derived data item data item used in analysis and/or tables derived from one or more source data items and/or categories 2.22 discussion guide list of points or subjects which have to be covered in a depth interview or focus group 2.23 fieldworker person involved in the collection of data for market, opinion and social research, excluding management NOTE Fieldworkers include (but are not limited to) face-to-face and phone interviewers, recruiters for qualitative or other research, “mystery shoppers” and others carrying out data collection by observation and “auditors” collecting data from retail outlets. 2.24 filter question or instruction in a questionnaire that restricts answers to a subgroup of respondents 2.25 focus group group discussion informal discussion with a small number of selected participants conducted by a skilled moderator 2.26 frequency count hole count marginals summary count of individual data items on the computer file 2.27 imputation procedure where missing data are replaced by estimated or modelled data 2.28 incentive gift, payment or other concessions offered to potential respondents to increase response rates 2.29 indexing numerical scale used to compare variables with one another or with some reference number 2.30 logic data entry data entry processes which are programmed to check question skips and response ranges 2.31 moderator individual responsible for facilitating the interaction of the members of the focus group 2.32 mystery shopping study using fieldworkers in the role of customers/users in order to evaluate a business/service performance Copyright International Organization for Standardization Provided by IHS under license with ISO Licensee=Aramco HQ/9980755100 Not for Resale, 04/11/2007 03:49:37 MDTNo reproduction or networking permitted without license from IHS -,-,- ISO 20252:2006(E) 4 © ISO 2006 All rights reserved 2.33 netting method of treating codes assigned to multiple-response questions, which may include open-ended codes, where the net refers to the total number of people responding with the same group of codes, even when each person has given more than one response within the same group of codes 2.34 non response failure to obtain measurements on some sample/census members for all or some questions or variables 2.35 observational research research study where data are collected by directly or indirectly observing behaviour or events taking place 2.36 open-ended question open-ended response type of question where respondents are asked to answer in their own words 2.37 panel group of selected research participants who have agreed to provide information at specified intervals over an extended period of time NOTE Panel